Conversion Optimization, Lead Generation

How To Build A High Converting Marketing Funnel

You are here because you want to learn how to build your own high converting marketing funnel that generates sales or leads....

Written by Kelly Madison · 4 min read >

You are here because you want to learn how to build your own high converting marketing funnel that generates sales or leads.

I’ve put together this absolute guide of everything you need to know from tools, to execution, to integration.

How Marketing Funnels Work

A marketing funnel is design to take a group of people, and squeeze them through a hole to get a desired out come through a series of steps.

The digital marketing funnel infographic: winning new customers with marketing strategies

Funnels can have different goals.

You may want inbound web site visitors/leads who come through the top of funnel to take an action like contacting you.

This is the simplest form of a funnel conversion. 

Cold traffic who convert into a warm lead. 

There are other types of funnels.

A funnel can be design to make a purchase — the ultimate goal for any online business owner.

To get to this phase, of the funnel, there is a quest a user who may not know about your brand has to go through.

There are various degrees of awareness about every visitor that you must communicate the right pieces of information, at the right time.

Amazon eCommerce Funnel

Take for example an Amazon funnel journey.

Maybe a person looking to making a purchase for a new Nintendo Switch.

The person is aware of the brand, what the product does, and starts the process by searching on Google.

He finds in the top 10, a link to Amazon, a well known, trusted online marketplace.

He then views the product information

Then clicks add to cart button.

Then clicks to checkout.

This is a traditional e-commerce funnel and experience.

At the top of the funnel, you can widen up the mouth, and get more traffic from SEO, Twitter, Instagram, Pinterest, and paid traffic.

Then at each step, begin building a rapport.

The most successful funnels attracts leads through what is called a lead magnet.

What is a lead magnet?

A lead magnet is amazing tool to get visitors, or cold traffic convert into a lead.
This is generally the best type of conversion because you want to start building a relationship with them.

Lead magnet are easy to consume offers like a pdf, spreadsheet, checklist, or studies

How would you like if it someone showed up on your door steps, and demanded you to get your credit card and buy whatever it is your are selling?

Instead, a non intrusive way is to offer something for FREE, in exchange for their email.
Whatever this is, it must be beneficial and easy to consume quickly.

For example, a lead magnet could be as simple as checklist or a worksheet.

The lead magnet is a conversational piece, to get a dialogue going, to warm up the lead.

A well-designed lead magnet can convert up to 60% or 70% of visitors.

A great landing page for a lead page is one with no clutter.

No fancy background, no header, no footer, no link, but one clear call to action.

I didn’t realize this when I first created my lead magnet with fancy fonts, backgrounds, and color.

What I didn’t realize was that my audience came through on mobile and they were generally browsing on 3G.

This meant the page would take > 10 seconds to load.

After stripping down the lead magnet to the main headline, social proof, the offer, followed by testimonials, I was getting 2X more leads.

How do you build a landing page for a lead magnet?

There are several tools today for building a landing page.

Clickfunnels, Lead Pages, and if you want to do it from within WordPress, there is a plugin called Thrive Themes.

What is Clickfunnels?

Clickfunnels is an online tool that creates marketing and sales funnels from templates using core elements that makes a successful high converting sales funnel.
Essentially, it focuses on building the landing page in a WYSIWYG (What You See Is What You Get) format.

Clickfunnels, a do it yourself funnel

It also can integrate into Stripe, Paypal, and other payment processors.

So why wouldn’t you use WordPress over Clickfunnels?

WordPress is a tool design for content management or CMS. 

Clickfunnels template library are tried and tested landing pages that are designed to convert cold traffic into leads and/or sales.

One of the beautify of Clickfunnels is that you have control over a prebuilt funnel or building your own funnel, page per page.

There are many types of funnels, and with Clickfunnels, you can build:

Opt-in Funnels: This funnel is designed to capture emails. Opt-in funnels are a great way to convert cold traffic or someone who doesn’t know your brand, and you want to get their email.

Sometimes this is known as a squeeze page and on it, you have a lead magnet.

A lead magnet is an offer, something of value, easy to be consumed like an ebook, checklist, video, or coupon to attract leads so you start building the list.

And that email can then be hooked to a drip email marketing tool like Drip or ConvertKit to continue building rapport.

Sales Funnels: This type of funnel helps you to tell a product or service in which you can build upsell/downsell offers. Russel Brunson, the founder of Clickfunnels software likes to preach the value ladder.

The value ladder is designed to convert someone with the least amount of friction with an offer they simply cannot refuse.

The backside of the funnel, after they make your purchase is where your core offers which is where most of your revenue will be made.

For example, let’s say you have a yoga studio and you sold yoga pants for $20 dollars. 
After the purchase, you have one more opportunity to sell them which can be 2 more yoga pants for another $20 dollars.

Psychologically, many consumers made the decision on $20 dollars before the purchase, so you have a great opportunity after the purchase to try to an increase the average order value with the upsell of 3 yoga pants for $40 total or stick the 1 yoga pants for $20. 

Membership Funnels: Memberships sites allows you to hard gate your content (usually video) so cold traffic coming through can sign up to access the content.

Webinar Funnels: Everyone loves a how-to video, and the idea of webinar is a higher quality lead generator simply because more time is invested in attending the webinar, and listen for 45 minutes.

Generally at the end of the webinar, you can make your offer.

These are just a few types of funnels. 

It really shines because you can whip together a funnel in less than 30 minutes.

What if you still want to build funnels, but through WordPress? 

There’s a solution for that too.

Thrivethemes

Thrivethemes is a conversion focused WordPress themes and plugins systems.

It plugs into WordPress so you can build your funnels out quickly.

Similar features/functionality as Clickfunnels, but instead of a $99/mo subscription,

Thrivethemes is $19/mo (annual subscription).

Whether you go with Clickfunnels, Leadpages, or Thrivethemes, you’ll need a tool that optimizes on the last step of your funnel. 

While these tools are great for selling a product or service, you will need a checkout tool that is optimized for just that, checking out.

Chum Cart goal is being the fastest, mobile first checkout solution.

The Google of “checkout” funnel.

The customer journey doesn’t end at the checkout.

In fact, the journey just started with a relationship with you. 

And that’s where metrics such as average order value and life time value is really important.

Scarcity, social proof, coupons, upsell funnels can help to increase the average order value.

And integration into an email drip marketing campaign can help build up more value to other products that they might like and enjoy.

Chum Cart Update

In the coming weeks and month, I will be releasing more information on the process and how it’s coming along.

Stay tuned. 

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